Implications Of User Engagement

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Implications Of User EngagementWith Search Engine Results Pages

Thursday, March 25, 2010

hi!@OTOinsights@jkarnell

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study objectives

Determine user behavior and engagement with Universal Search Engine Result Pages (SERPS) vs. traditional text-only results1

Assess the impact that Universal Search will have by becoming a more prominent part of SERPs.2

Identify potential impact on SEM campaigns.3

Gather preliminary data to inform a formal, larger scale study.4

methodology

Recruited 17 subjects that were in the market to change their cable provider. 1

Established 10 key word sets:

6 Branded 4 Unbranded2

Created 4 SERPs for each keyword =40 Permutations3

Collect eye tracking and physiological data.4

Tobii T6 Eye Tracking Monitor Infiniti Pro-comp Bio-Feedback

Fill out two surveys:• Geneva Emotion Wheel• Aesthetic Likert Scale5

What link would you click on first and second?6

insights

SERPs which include video and image results reinforce eyeballs to stay focused on the first page top paid and natural search terms.

insight 1

Video was typically fixated on before the first natural and the right paid links.

IVideo link also received more clicks than the multilinks and the second natural links

Image link received more first fixations and clicks than the multilinks and the second natural links.

Note: No Paid Results

Universal SERPs ‘Golden Triangle’ related to visual density.

insight 2

Natural only follows Nielsen’s F-Pattern (Nielsen, 2006)

Universal follows ‘Golden Triangle” identified by Enqurio (Marketing Sherpa, 2009)

Video and image results increase engagement on a SERP.

insight 3

conclusions

Creating a holistic strategy which considers all search interactions will provide competitive advantage and drive more engaged visitors through your SEM activities

conclusion

Start to think about your current digital assets and how they can be leveraged to gain additional reach with search engines.

conclusion

Implications Of User Engagement

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